The German car group Mercedes-Benz is releasing a joint capsule collection with the American rapper A$AP Rocky.
The collaboration, which includes a range of fashion and lifestyle products, taps into a ’90s pop culture vibe, Mercedes announced on Thursday. The collection relies on wide cuts and large-area logomania.
The Mercedes star is featured – both new and older – and the logo of A$AP Rocky’s agency, AWGE, on various pieces including hoodies, bomber jackets and peaked caps. But the car manufacturer’s logo is also integrated with a Mercedes-Benz lettering in more unusual products such as the golden tooth decoration Grillz.
“Our collaboration with A$AP Rocky perfectly captures the movement of the 1990s and taps into the fashion and music culture of that decade – a formative era that continues to influence creatives like Rocky today,” said Bettina Fetzer, Head of Communications & Marketing at Mercedes -Benz AG. “With the capsule collection, we are offering our customers a unique, new approach to the Mercedes-Benz world.”
Another collaboration between A$AP Rocky and Mercedes
The current collaboration is not the first collaboration between Mercedes and the rapper. Already in 2017, A$AP Rocky was the face of the German car company’s “Grow-Up” campaign, which has now been in front of the camera again. Along with several models, the rapper posed with Mercedes cars. The photographs, taken by photographer Gabriel Moses, show car models from the 90s and today in a studio.
“In the hip-hop environment, Mercedes-Benz has always been a familiar and identifiable brand. Mercedes-Benz has had a major cultural impact on a whole range of artists […]’ said A$AP Rocky. “The inspiration is to continue to strengthen the brand in this culture. This partnership and collaboration is about dreaming of something bigger.”
Capsule is not officially with A$AP Rocky himself, but with his creative agency AWGE. The collection will be available on March 17th in the agency’s online shop, online retailer Pacsun.com and other selected retailers.